As a new financial planner, you’re probably hearing this a lot: “Work with anyone who will hire you.” It’s not the worst advice because early in your career, experience is everything. 

You need to get your reps in. You need exposure to different client types and financial scenarios. You need to build confidence in your technical skills and figure out how to run a real client meeting without sweating through your shirt.

But here’s what that traditional advice often misses: gaining experience and finding your niche aren’t mutually exclusive. In fact, the best planners do both — from day one.

Let’s talk about how you can start defining your niche while gaining the experience you need.

Yes, You Need Experience — But Not at the Cost of Direction

The “don’t niche yet” advice comes from a practical place. Most early-career planners need to:

• Build income
• Get client-facing experience
• Prove their value at a firm (or as a new firm owner)
• Feel technically solid across core planning areas

Those are all totally valid reasons to work with clients as they come to you. However, if you treat these years as a random grab-bag of client types, you miss out on an even more valuable opportunity: to figure out who you actually want to work with.

Think of it like a medical residency. Doctors rotate through different specialties, yes — but they’re paying attention. They’re noticing what excites them, what drains them, and where they might want to focus. You can do the same.

The planners who thrive don’t wait years to “find a niche.” They reflect while they gain experience. And the result? They develop a clear point of view and faster traction in the field.

Why Niching Down Early Actually Helps You

When you try to appeal to everyone, you end up connecting with no one. That’s not just a marketing problem. It’s a confidence problem, too. If you’re trying to be a generalist, it’s harder to:

• Build authority
• Get referrals
• Deepen your expertise
• Stand out to potential clients

And you’re more likely to end up working with clients who don’t energize you — or worse, completely drain you.

Developing a niche helps you:

• Say, “This is who I help — and how.”
• Build a network of like-minded professionals
• Become known as the go-to for a specific type of client
• Do more of the work that lights you up

So… are you ready to niche down? 

Intentional Exploration: The Better Way to Niche

This is your data-gathering era. Every client interaction — even the messy ones — gives you information about what you like, what you’re good at, and where you want to grow. Here’s how to explore your niche intentionally while you build experience:

Step 1: Start With Self-Awareness

Before you can identify your niche, reflect on yourself a little bit.

• What life experiences shaped how you think about money?
• What financial challenges do you understand deeply?
• What conversations make you light up?
• What communities or industries do you care about?

Example: Sarah, a career-changer who spent a decade in tech, realized she was uniquely equipped to help clients navigate stock options and startup equity. That became her niche — and her superpower.

Once you’ve done this self-reflection work, you can start taking strategic action to explore and develop your niche.

Step 2: Say Yes Strategically

You still need to gain experience and build income, but be strategic about it:

• At your firm: Volunteer for clients or projects that align with your interests.
• In networking: Show up where your potential niche hangs out — industry events, webinars, online communities.
• In conversations: Ask people what they’re struggling with financially and listen closely to what resonates.

Even clients outside your ideal niche can help clarify what you love (and what you don’t).

Step 3: Track Patterns

Keep a simple log of your client interactions:

• What went well?
• What topics did I genuinely enjoy talking about?
• What challenges felt exciting to solve?
• What felt draining or unclear?

Over time, you’ll start seeing patterns. And patterns are your guide.

Step 4: Test the Waters

Once you start noticing a potential niche, lean in:

• Create LinkedIn posts or blog content for that audience
• Attend meetups or conferences they go to
• Take CE or training specific to their needs
• Reach out to professionals who serve that same audience (lawyers, CPAs, etc.)

This helps you build both knowledge and visibility, without a full commitment just yet.

What If You Work at a Firm and Don’t Get to Choose Your Clients?

You might be saying, “I work at a firm! I don’t have control over the clients I get!” — and that’s fair. You do have a lot less autonomy over your client load. But that doesn’t mean you can’t use that experience to draw closer to your niche and become known for something. 

Even if you don’t control your client load, you can:

Become the “Go-To” Person on Specific Topics

• Volunteer to lead or support projects related to your interests
• Share insights or research with your team
• Offer to take on cases that align with your curiosity

Create Learning Opportunities

• Follow publications that serve your ideal audience
• Take CE on niche-specific issues
• Build relationships with other professionals who work with your niche

Start Building Your Platform 

You can also show people that you’re working to gain expertise on something outside your firm: 

• Write LinkedIn posts about niche topics
• Comment thoughtfully on industry discussions
• Share insights from your client work where you can (with compliance in mind!) 

Network with Purpose

The great thing about this profession is that it’s comprised of people who want to support you and connect you with the right people. If you work at a firm, leverage that to: 

• Attend events where your potential niche congregates
• Join professional associations relevant to your target market
• Build relationships with attorneys, CPAs, and other professionals who serve your niche

Your Next Steps

You don’t have to choose between gaining experience and developing focus. The most successful planners start with intentionality from day one, using every client interaction as a data point to help them find their niche and their target audience. 

So… what’s next? 

• Reflect: Answer the self-awareness questions above.
• Track: After each client interaction, note what energized or drained you.
• Explore: Choose one niche to research more deeply.
• Learn: Set two learning goals tied to that niche.
• Connect: Attend one event or reach out to one person in that space.

Your niche isn’t just about who you serve — it’s about becoming the planner you’re meant to be!

If you’re ready to dive deeper into building your financial planning career and the kind of clients you’d like to serve, Amplified Planning CORE is the place to be. Inside our real client meeting library, you can watch planners in action, see what kinds of clients they serve, and figure out what excites you. You’ll also earn CFP® experience hours, get expert coaching, and join a community of planners building their careers with intention.
Join CORE and get closer to the career you actually want.